koshelek’s
new vision

Problem and goal

Users were unaware of most app features — additional scenarios ran at under 5—10% of MAU. In eight user interviews, none of the respondents knew they could issue a loyalty card in the app. Our B2B partners wanted to promote deals and products, not just loyalty card issues. We needed to define the main JTBD and build the app’s structure around it — a map every PO could plan against and redesign towards over time, rather than a redesign itself.

Process and result

Polls showed users responded well to a new benefits section for points and promotions. We realized the whole app should move in that direction.

I analyzed competitors’ apps, compiled all their features, and surveyed users who had those apps installed. That gave us the most popular features to prioritize in the roadmap for the next couple of years.

The same eight interviews, run as JTBD, revealed that users show their loyalty cards at the checkout even when there’s no discount or bonus. Discounts only matter when they apply to products users are interested in. Users don’t want to miss out on deals — it’s not about saving money but about avoiding disappointment. The key job is not losing the benefit.

Together with the CPO, I rebuilt the app structure around that job. The main screen kept the familiar cardholder — 90% of MAU already lived there — and offers on items people usually buy moved into it, so the card screen itself answers ‘am I missing a benefit here?’. A second section held deals and discounts in the categories users cared about. I also mapped the onboarding, the first-launch flow, and a store page that gathers everything about one store in a single place.

The structure was deliberately rough. It had to be legible enough for every PO to plan against and fast enough to be worth revisiting — structure first, aesthetics later.